FASHION MARKETING

ketchups, sauces, seasonings and instant noodles

Came into existence in 1872 in Switzerland quickly became a pioneer of industrial food production, aimingat improving the nutritional intake of worker families Maggi Comes to India early1980s. At that time, there was no direct competition First competition - ready-to-eat snack segment which includedsnacks like samosas, biscuits or maybe peanuts. Second competition came from the homemade snacks likepakoras or sandwiches.

Both competitors had certain drawbacks in comparison.

Snacks like samosas - bought out - outside food isgenerally considered unhygienic and

unhealthy. The other competitor, homemade snacks - disadvantageof extended preparation time at

home.

Maggi was positioned as the

only hygienic homemadesnack !!

Despite this, Nestl faced difficulties

with their sales after the initial phase.

The reason being, the positioning of theproduct with the wrong target group. Nestle had positioned Maggi as aconvenience food product aimed at thetarget group of working women whohardly found any time for cooking.

Unfortunately this could

not hold the product for

In the course of many market researches

and surveys, the firm found that childrenwere the biggest consumers of Magginoodles.Quickly they repositioned it towards thekids segment with various tools of salespromotion like color pencils, sketch pens,fun books, Maggi clubs which workedwonders for the brand.

Positioned as 2- minute noodles with punchlineFAST TO COOK GOOD TO EAT

Brand logoCarlo donati gave the Maggi wordto the product range to continue theimage of healthy and fast to cookfood for working women which wasintroduced by Julius maggi who wasfrench painter, poster, artist and printmaker who developed and designedlogo of Maggi.

JINGLEMUMMY BHOOK LAGI, BAS DOMINUTE MAGGI MAGGI MAGGI-

Understanding to the consumer that it was between

meals snack

PRESENCE OF MAGGIIN

PRINT MEDIA

ONLINEMEDIA

WEBSITE

User generated User Generated Contentcontent

(UGC) marked its initial

traces with product reviews and blogs. However, the arrival of social media took it to acompletely new level with the support of the picture andvideo economyMaggi created crowd sourced campaigns. Involvingfans and users to contribute to their campaign givingthese fans a sense of belonging and an opportunity totalk about and engage with the brand. One of the stand out example has been Nestls MaggiNoodles Meri Maggi campaign.The campaign urged users to take pictures of theirspecial moments with Maggi and share theirexperiences and different recipes they try with thenoodles. The stories were then printed on the packets,thus creating storytellers out of their fans.

FACEBOOK

COMPARATIVE STUDY Advertisements

1980sVIDEO 1VIDEO 2

First Advertisement:

Second Advertisement:

Emphasis on Logo, Introduction of the Brand

More kids focused

Tag line: Fast to cook , Good to Eat

The ad was story based

Process of cooking Maggi

Adding of vegetables

2 minutes concept of cooking

kids demand for maggi

Jingle : Maggi maggi. In English

Red and yellow color Packaging

Video 3 Gets more creative animations Jingle changed to more of a song and in Hindi Tagline Changed Packaging change Story of kids involvement and Concept of 2 minsremains same Red and Yellow color also visible in advertisementrather than just on Packets

Early 2000Video 4 Concept of Healthy food

Story changed: No more animation

Emphasis to whole family rather than just Kids Segment changed Jingle same Subsitute of snacks from pakoras to maggi for oldgenerationPackaging changed : including ingredients like fibre andprotein Tag line : Taste Bhi, Health Bhi

ADVERTISEMENTCONSISTENCYConsistent message to potential customers, which in turn creates top of mindawareness for their business.Have an identifying logo that has remained same all through out.Utilize the same type of graphics and elements in all marketing materials andadvertising. Kept color scheme consistent, i.e. red and yellow Have Used the same style of font in all materials, and limit the use to only 1 fonttypeface.

Deliver a consistent, unified message with similar verbiage in all

campaigns.

By keeping imagery unified and delivering a consistent message, have

ensured that whomever encounters multiple pieces of material oradvertising gets the continuity of the message.

A lot of companies are tempted to change up their message and imagery

frequently, but this can actually destroy cohesion and create a sense ofchaos and instability.

Brand SignificanceTo Customers Reduces the time needed for purchase

It has helped reduced buyers perceived risk of purchase

The customers has derived a psychological reward of owningMaggi out of trust

To Seller Totally differentiated from other competitors

Has also helped the brand to introduce new products like Maggi Oats Helps in fostering brand loyalty

Branding Benefits ToMaggi The brand identity is very clear Easy to recognize The brand name has suggested a clear product image Has attracted attention Very easy to remember Very easy to pronounce